Preserving the art of Ukrainian embroidery – SYNCHRODOGS c/o SHOTVIEW ARTISTS MANAGEMENT photograph the ETNODIM ‘24 campaign
The fashion brand ETNODIM stands for ethnic Ukrainian clothing : “We combine traditional ornaments with symbols of the modern history of Ukraine. With the help of clothes, we pass on our knowledge of modern values and events to the next generations. We turn to the past in order to create the style of a new generation.”
For ETNODIM, our GoSeeAWARDS 2024 winner – SYNCHRODOGS c/o SHOTVIEW A.M. – photographed the campaign presented here.
The label was founded in 2009 in Kyiv by Andriy Cherukha, and the designs come from Lily Kasyanchuk and her team. On the website spendwithukraine.com, you can read a wonderful interview with the founder. We have an excerpt for you here:
How are you doing now (how has the war affected your business)? In 2014, the Revolution of Dignity, the Russian occupation of Crimea, and the subsequent war unleashed by Russia in eastern Ukraine served as a wake-up call for us, compelling us to cherish and preserve Ukraine, its culture, and its people. This crucial moment ignited an increased demand for Ukrainian products, including embroidered clothing, as a symbol of national identity.
With the beginning of the full-scale invasion, the entire Ukraine woke up. People who once felt hesitant to proudly wear embroidered shirts, speak Ukrainian, and embrace Ukrainian traditions and history now joined the cultural defense movement.
Today, our efforts have only intensified. Our team has doubled in size over the past year and continues to welcome new members, particularly from the eastern and southern regions of Ukraine who were forced to flee their homes due to the occupation. Our ultimate goal is to inspire a worldwide love for Ukrainian culture through visual expressions, encouraging support for Ukraine and its nation.
Your brand has many products inspired by various cultural phenomena in Ukraine, such as, for example, Easter eggs, works by Ukrainian philosopher Hryhoriy Skovroda, and the legendary Slovo house for writers in Kharkiv. Where do you draw the inspiration to create such unique products? Our motivated team lives and breathes Ukraine, immersing itself in its culture and constantly exploring its past and present events. Our designers, Lilya Kasyanchuk, Anya Fesenko, Maria Pavlyuchenko, and art manager Manana Glonti draw inspiration for creating embroidered garments from Ukrainian art, literature, and historical events. To create a truly unique ornament with a powerful concept, it is essential to delve deep into Ukrainian life, studying and embracing its diverse aspects with genuine interest and love.
What role does your brand play in preserving the art of Ukrainian embroidery for future generations? At Etnodim, we have a distinctive feature that comes with a great responsibility: we create ornaments that carry new meanings relevant to today’s society. Our aim is to capture the essence of modern Ukrainian history, our revitalized identity, forgotten narratives, perspectives, and the aspirations of our people. This is why we dedicate our embroidered shirts to a range of subjects, including Crimea, the bravery of Ukrainian cities during the full-scale invasion, Ukrainian artists, the generation of the Executed Renaissance, historical landmarks like the Flowers of Ukraine, and significant events within our nation.
What is the significance of traditional Ukrainian embroidered clothing in modern Ukrainian culture?
Vyshyvanka is the visual language of our nation, a cherished part of our cultural heritage. Through these intricate designs, we weave together traditional ornaments with symbols reflecting Ukraine’s modern history, imparting wisdom and contemporary values to future generations. We turn to the past to create the style of a new era.
Read the complete interview here : spendwithukraine.com/post/modern-take-on-ukrainian-embroidery-etnodim
GoSee : etnodim.com
GoSee : shotview.com
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